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“无人超市”为何比卖场还贵
2017-08-15 07:23:05 中国青年网
赵强
从去年开始,“无人超市”在国内崭露头角。然而,“无人超市”备受瞩目的低成本优势似乎并不存在,甚至有的商品价格还高于有人卖场。这样的结局多少出人预料。
“无人超市”是否真的将开启消费新时代?减免了人工成本后能不能给消费者带来更多实惠?这些疑虑,“无人超市”必须给出回答。
按照经济学常识去理解,一项创新产品出来,由于前期研发费用、市场开拓费用都会比较高,在由成本决定的市场价格上,天然不具备优势。“无人超市”也是如此,虽然减少了直接人工成本,但因为技术含量较高,在软硬件方面的投入与维护成本,也相应会高出传统零售业。两下相抵,“无人超市”高出来的成本,就自然会反映在商品价格上。
而人们之所以会认为“无人超市”理应价低,是因为低价折扣促销往往是新产品快速切入市场的“大杀器”。印象深刻的莫过于打车软件兴起之际,各大运营商不惜大手笔“烧钱”抢市场,给司机补贴、给乘客补贴……价格比传统出租车便宜很多,市场是抢到了,但市场的运行规律与价格体系也被简单粗暴的营销手段打乱了。结果呢,实力不济的要么黯然退场、要么被合并兼并。如今虽不能说是两败俱伤的多输局面,但低价竞争的“大杀器”却也伤人伤己伤了行业创新的元气。
“无人超市”利用人工智能、人脸识别、物联网、移动支付等技术,为传统零售模式注入新鲜元素,节约人工成本的同时,给消费者全新、更高效的购物体验。据媒体观察,即便价格有的比卖场还高,但还是有90%的进店顾客会购买商品。这说明,有相当比例的消费者愿意为消费体验买单。
当然,这种冲着新鲜感而来的消费体验注定无法持久下去,消费者终究希望买到更便宜的商品。这就需要“无人超市”在降低成本上下功夫,让消费者得实惠。
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